Cost 'likely to influence decision'

The ad showed former Neighbours actress Holly Valance dialling 0800 Reverse from a public phone. On-screen text said that an operator service and call charges applied. Viewers were directed to the company's website for prices, terms and conditions.

The ASA said the cost was likely to influence a viewer's decision to use the service and a recipient's decision whether to accept a call.

The ASA said its test of 0800 Reverse revealed that the automated operator didn't mention the charges either.

Responding to the complaints, 0800 Reverse said its advertising focused on the service's availability and ease of use. The company felt its commercial didn't need to include further price details because it made no claims about charges.